MEDICAL

AESTHETICS
 A Presentation on

“To Increase the awareness of Musk Clinic in

Ahmedabad. ”
IMBA
FACULTY OF MANAGEMENT

Presented by: SOMASHREE DUTTA

201500510010019
ROMA MANGLANI
201500510010041
 RESEARCH METHODOLOGY

● OBJECTIVES OF THE STUDY:

❖ To determine and increase awareness of Musk Clinic in Ahmedabad.
❖ To know people’s source of awareness of Musk Clinic in Ahmedabad.
❖ To determine the most influencing promotional tool for Medical Aesthetics.
● SCOPE OF THE STUDY
❖ Medical Aesthetics Industry
❖ Geographical Area
❖ High net worth individuals as samples
❖ Age bracket ranging from 18 - 60 years
RESEARCH METHODOLOGY

● RESEARCH DESIGN : Exploratory research design has been used.

● SAMPLING FRAME : Ahmedabad
● SAMPLE POPULATION : Upper middle to higher class people in Ahmedabad
● SAMPLING UNIT : Influencers/models, Business persons, High-end
employees and Professionals.
● SAMPLE SIZE : 112 (116 responses were received)
● SAMPLING METHOD : Non-probability convenience sampling
● LIMITATIONS OF THE STUDY
LITERATURE REVIEWS

● COHEN (2017): The proportion of men receiving non-surgical cosmetic procedures has risen substantially in
recent years. The most common and rapidly expanding non-surgical interventions in men include botulinum toxin, filler
injection, chemical peels, microdermabrasion, laser resurfacing, laser hair removal, hair transplantation, and minimally
invasive techniques for adipose tissue reduction.
● SEAN ROSSMAN (2017): Americans underwent hundreds of thousands of breast implant, liposuction and
nose surgeries last year, and spending billions to make 2016 the most plastic year ever.
● INDIAN J SURG (2015): The results revealed that facial aesthetic and reconstructive surgical interventions
favourably affected the body image perception and self-esteem and that positive reflections in emotional, social, and
mental aspects were effective in enhancing self-confidence and quality of life of the individual.
● PAUL T ROSE (2015): Hair transplant surgery has become increasingly popular, and the results that we are
able to create today are quite remarkable, providing a natural appearance when the procedure is performed well.
MEDICAL AESTHETICS INDUSTRY
PESTLE ANALYSIS OF THE INDUSTRY
ALL ABOUT MUSK CLINIC
SWOT ANALYSIS OF MUSK CLINIC
 INTRODUCTION TO THE TOPIC
● Medical aesthetics is a branch of scientific research that uses minimal invasive
treatments.
● When the aesthetics and laser technology was new, people were scared of the side
effects. Now after seeing many celebrities using it and leading a normal life, the myth
has been busted.
● We are all obsessed with perfect skin tone, perfect body features and everything
perfect from tip of the hair to the end of the toe.
● Ahmedabad is one of the fastest developing cities with the latest technology in the
Medical Aesthetics.
● This study is all about knowing and thereby increasing the awareness of Musk Clinic,
also to know the consumer behaviour towards Medical Aesthetics in Ahmedabad.
 ANALYSIS AND INTERPRETATION

Out of total 112 respondents, 60 respondents (54%) are females and 52 respondents
(46%) are males.
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 HYPOTHESIS TESTING
1. H0: There is no significant relationship between gender of the respondent and the awareness about Medical
Aesthetics.
H1: There is a significant relationship between gender of the respondent and the awareness about Medical
Aesthetics.

The p-value is 0.009 which is less than the significance level 0.05. Therefore, we fail to accept H0. There is a
significant relationship between gender of the respondent and the awareness about Medical Aesthetics.
2. H0: People are not aware about the presence of Musk Clinic in Ahmedabad.
H1: People are aware about the presence of Musk Clinic in Ahmedabad.

Out of 112 respondents, a total of 83 are aware of Musk Clinic in Ahmedabad and among those, 17 respondents
have visited Musk and remaining 66 have not visited yet.
3. H0: Advertisement/Promotion of Musk Clinic does not influence the target audience in Ahmedabad.
H1: Advertisement/Promotion of Musk Clinic does influence the target audience in Ahmedabad.

Advertisements/Promotions of Musk Clinic do not influence the target audience in the expected way because 25
respondents out of 110 (i.e., 22.7%) have visited the clinic for any kind of treatments/services. Remaining 77.3%
haven’t been influenced to take up the action for whatever reasons applicable.
4. H0:Social media is not the most influencing promotional tool for Musk Clinic.
H1:Social media is the most influencing promotional tool for Musk Clinic.

Word of Mouth has been the most influencing promotional tool in case of Musk Clinic. Its strong networking within the city and
abroad has paved its way towards good growth within an year. But definitely as we can infer from this data chart above, the
influence from promotions on social media sites (23.2%) has been major. Therefore, we reject null hypothesis (H0). Social
Media is the most influencing promotional tool for Musk Clinic.
5. H0:People are less willing to spend more into Medical Aesthetic treatments as compared to Salon services.
H1:People are more willing to spend more into Medical Aesthetic treatments as compared to Salon services.

As per Pearson Chi-Square, we have to accept the null hypothesis (H0) as 0.107 > 0.05, which means people are less willing to
spend more into Medical Aesthetic treatments as compared to Cosmetic & Salon services.
6. H0: People visiting Musk Clinic are not satisfied with their quality service.
H1: People visiting Musk Clinic are not satisfied with their quality service.

People who have visited Musk Clinic and are satisfied on their Service quality are 29% (Satisfied) + 45% (Highly
Satisfied) = 74 out of 112 respondents. Therefore, null hypothesis is rejected and alternate hypothesis has been
accepted.
 FINDINGS
● Majority of people who avail Medical aesthetic services hail from the background of either
entertainment or beauty Industries like Models, bloggers, Artists, Influencers, etc or from the
business background.
● Hair Restoration, Laser tattoo removal and Laser hair reduction are the top three services people
are aware of and are availed in Ahmedabad.
● Kaya skin clinic and Richfeel are the top competitors of Musk Clinic in Ahmedabad.
● People are willing to go for the Robotic hair transplant but are not aware about the latest technology
ARTAS 9x offered by Musk Clinic in Ahmedabad.
● Quality service, no side effects, Latest technology and painless procedure are the top most
expectations of the respondents for which Musk is already known about.
● The best part of Musk clinic and it’s success in such short span of time is majority of their customers
know Musk Clinic via Word of Mouth followed by Social Media Sites which is the future of promoting
one’s business.
 SUGGESTIONS/RECOMMENDATIONS

❖ All about the Brand Name

❖ Improved feedback forms
❖ Quick follow up services
❖ Sharing Testimonials
❖ Professional Relationships
❖ Concentrating on ARTAS (the main product)
❖ Sponsor/Organize events and provide the first consultation free of cost
❖ Token of Appreciations to patients
❖ Care about your clientele
 PRACTICAL EXPOSURE & LEARNINGS
❖ Worked as content writer for 10+ clients
❖ Was a part of Client Servicing team
❖ Carried out descriptive research for competitor study
❖ Helped in Reframing the brand positioning
❖ Analysed the trends and thereby explored the scope for some companies
 CONTRIBUTION TO THE COMPANY

PROPOSED IMC TOOLS

❖ OUTDOOR MEDIA : Hoardings outside big hospitals, gyms, salons.

❖ AHMEDABAD MIRROR ADVERTORIALS : More penetration in the specified
target market.
❖ Times of India Sunday : Lifestyle (Ahmedabad)
❖ Article in Divya Bhaskar beauty supplement named sahiyar
❖ Free Consultation to the club members during their events/meetings.
❖ Also in the events like weekend window, shopping fests, carnivals happening
in Ahmedabad.
 SECOND PHASE OF THE PROPOSAL
❖ Vogue @cost of ₹3,30,000 & circulation :50000.
❖ Femina @cost of ₹2,00,000 & circulation : 197510.
❖ Cosmopolitan @cost of ₹1,50,000 & circulation : 145000
❖ Business today @cost of ₹1,75,000 & circulation : 338000
❖ Made the social media content for two months.
CONCLUSION
AWARENESS

COMPETITOR

CAMPAIGN

REACH OF MUSK

ADVERTISEMENTS OVERSEAS

PART OF THE PROJECT

EXPECTATIONS vs REALITY
QUESTIONS?